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2013 Marketing Strategy   Jesica McCullough
Situational AnalysisWith a 2012 season record of 4-12 (lowest since 1998’s 3wins), fans are going need to something to get...
Marketing PlanFocusing on the slogan “We’ll Watch our Eagles Fly” (takenfrom the fight song), we will concentrate on the g...
Social Media Campaign: Twitter• Photo posts of new experiences  available in the stadium as well as  chances to enter to w...
Social Media Campaign: Facebook• New campaign slogan will be presented  as the cover photo and pictures from  Twitter shar...
Mobile PlanWith the rise of cellular use, an app will be created to assistin all aspects of the “We’ll Watch our Eagles Fl...
Web Marketing PlanBudget for Google Adwords will be used to market the teamand connect to the marketing web pages. Some ex...
Target Audience                         Men                                      16%     15%                              ...
Budget•   Social Component: $300,000•   Mobile Component: $100,000•   Web Component: $300,000•   Autographed and Experienc...
Expected Benefits of CampaignSolidify the Eagles fan base by demonstrating differentaspects of what it means to be a life-...
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Philadelphia Eagles Marketing Project

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Philadelphia Eagles Marketing Project

  1. 1. 2013 Marketing Strategy Jesica McCullough
  2. 2. Situational AnalysisWith a 2012 season record of 4-12 (lowest since 1998’s 3wins), fans are going need to something to get excited aboutand a reason to support their team in more difficult times.With a newly renovated stadium and ticket price increase, weneed to keep fans hopeful and attending events.
  3. 3. Marketing PlanFocusing on the slogan “We’ll Watch our Eagles Fly” (takenfrom the fight song), we will concentrate on the game dayexperience. With the new improvements to the stadium anda new social media campaign to win various exclusiveexperiences, we plan to expand ticket sales.
  4. 4. Social Media Campaign: Twitter• Photo posts of new experiences available in the stadium as well as chances to enter to win them (new suites, merchandise, radio show audience, player meet and greets, etc.)• 5 Game day giveaways to audience members who post pictures demonstrating the “We’ll Watch our Eagles Fly” slogan• Key players posting pictures of game day preparation with the hashtag #watchusfly
  5. 5. Social Media Campaign: Facebook• New campaign slogan will be presented as the cover photo and pictures from Twitter shared on page (more fan related than news)• Discussion posts asking for game day experience ideas that could be offered to fans; Top 3 ideas get first experience and signed merchandise• Campaign Grand Prize (links on Twitter to this page): Story of what “We’ll Watch our Eagles Fly” means to you. Top 5 selected will then be voted on to win lifetime season tickets (2) to forever support their team.
  6. 6. Mobile PlanWith the rise of cellular use, an app will be created to assistin all aspects of the “We’ll Watch our Eagles Fly” campaign.There will be a breakdown of different sections to enter: NewExperience Photos with a section to enter drawing, Slogansections for pictures demonstrating audience participationand a chance to enter contest, Player photos, discussionforum of experience ideas, and Grand Prize section. Gamescores and other team related news will be present on theapp home page as well.
  7. 7. Web Marketing PlanBudget for Google Adwords will be used to market the teamand connect to the marketing web pages. Some examplesfrom vague to specific are:• Tickets Philadelphia Eagles• Philadelphia Eagles• Philadelphia sporting events• Eagles giveaways• Eagles game day experience• We’ll Watch our Eagles FlyOther web advertisements will beused on social sites, sports blogs,and NFL sites.
  8. 8. Target Audience Men 16% 15% 18-25 25-34 Geographic 35-45 29% 46+ 40% 16% Phi9% PA 53% NE USA 22%
  9. 9. Budget• Social Component: $300,000• Mobile Component: $100,000• Web Component: $300,000• Autographed and Experience Give-aways: $100,000• Grand Prize: $200,000 Total: $1,000,000 approx.
  10. 10. Expected Benefits of CampaignSolidify the Eagles fan base by demonstrating differentaspects of what it means to be a life-long fan. Using differentmethods of getting fans involved and sharing currentexperiences, future possible experiences, and pastexperiences will keep the spirit of the Eagle fans alive. It willremind them that being their for their team is not justimportant in winning times, but in every game played. Thisspirit will increase ticket sales, hospitality experiencesales, merchandise sales, etc. “We’ll Watch our Eagles Fly”

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